Unicef has handed TBWA GGT Simons Palmer the task of launching its
high-profile children’s rights campaign after a pitch against M&C
Saatchi in New York last week.
The wide-ranging project aims to push children’s rights to the top of
the international agenda ahead of a UN Special Assembly on the issue
next year. The agency will be paid fees equivalent to around pounds 20
million in billings.
Bates UK, D’Arcy, Leo Burnett and BMP DDB were dropped from the
shortlist after an earlier round.
The UN’s declaration of the rights of the child in 1989 called for a
plan of action to ensure better protection for children worldwide.
Unicef, itself a division of the UN, has since reported advances in the
battle against global child poverty and the push for education but faces
growing problems in the spread of the AIDS epidemic and the involvement
of children in wars. The 2001 Special Assembly is intended to
re-establish international commitment to the children’s rights
TBWA’s initial task will involve developing a brand strategy for the
global initiative that could unite support from other activist groups
such as Oxfam and Amnesty International.
The agency will then work with PR companies and lobbying groups to
develop an international campaign. ’It’s an extraordinary project and we
are very proud to have been chosen,’ TBWA’s chief operating officer,
Neil Christie, said. ’We have to do this now, because today’s children
are the society of tomorrow.’
Unicef’s decision to con- centrate its search in London rather than New
York was thought to reflect the international nature of the project.